10 Free On-Demand Webinars Every Marketer Should Check Out

On-Demand-webinars

Everything in the digital marketing world seems to move at light speed. And like most things in life, just when you think you have it all figured out, everything changes.

As a result, we marketers need to stay sharp, flexible and inspired. We need to make a concerted effort to stay on top of industry news and trends in order to grow our brands and keep pace with the competition. We need to be lifelong learnersand on-demand webinars can be incredible tools to help us do all this and more.

Not only do on-demand webinars help you learn new things and refine your skill set, but because they’re archived events you can listen and learn at your own pace and on your own schedule.

But with literally thousands of on-demand webinars out there, where do you start?

My best advice would be to target your most immediate learning needs and move on from there. From SEO and content to email and social media, below is a compilation of 10 free on-demand webinars that could be a great starting point.

Content Marketing

#1 – How to Be the Best Answer in Marketing: What We Learned from Analyzing 600K Posts

BuzzSumo

TopRank Marketing CEO Lee Odden joins BuzzSumo‘s Steve Rayson for a webinar to discuss what it takes to be the best answer for your audience-whenever and wherever they’re searching.

You’ll learn:

  • The benefits of answer posts
  • How to identify customer questions
  • What it takes to be the best answer
  • The best answer formats
  • 10 elements of a good answer post

Watch the webinar on YouTube.

#2 – Republishing: How to Earn Greater Value from the Content You Create

Moz

You’re publishing great content. But are you getting all the value you can out of that content? In this hyper-tactical Mozinar, Moz founder Rand Fishkin “will show marketers which channels and processes may be useful depending on the types of content they create and are re-purposing.”

Get more details or register to watch.

Influencer Marketing

#3 – Secrets of B2B Content Marketing Success with Influencers

Uberflip and TopRank Marketing

Influencer marketing is a hot topic in the marketing world these days. TopRank Marketing’s Lee Odden joins Uberflip‘s Hana Abaza for this webinar dedicated to helping B2B marketers create better better content that gets shared more often, reaches more prospects and grows their influencer network.

You’ll learn:

  • How to identify, qualify and recruit the right influencers
  • How to use the ‘Attract, Engage, Convert’ model for influencer and content performance optimization
  • Best and worst practices when working with influencers on an ongoing basis

Get more details or register to watch.

#4 – Team Up With Social Media Influencers

Cision

Social media and influencer marketing are two powerful digital marketing tactics. But what happens when they work together? Cision‘s Natalia Dykyj and Stacey Miller walk you through how to use social media to build mutually-beneficial relationships with the influencers your audience trusts.

You’ll learn how to:

  • Grow closer to your audience by targeting key influencers
  • Identify relevant contacts using the right tools
  • Build rapport with social media best practices
  • Get on influencers’ radars by engaging across mediums

Get more details or watch.

Email Marketing

#5 – Email Marketing Tips, Tricks and Trends from Brands Winning The Inbox

Content Marketing Institute

While email marketing is one of the oldest digital marketing tactics, it’s still one of the most effective when it’s done right. Content Marketing Strategist Jamie Bradley, of email marketing software company Emma, and CMI’s Joe Pulizzi team up in this webinar to get your creative juices flowing.

You’ll learn:

  • How to craft signup forms, subject lines, and CTAs that actually convert
  • How to combine automation and dynamic content for a more personal content strategy
  • How top brands create a cohesive experience from their website to the inbox-and back again

Get more details or register to watch.

SEO

#6 – The Future of Search Engine Optimization: 5 Ways to Adapt Your Content for 2016

Content Marketing Institute

Evolution in search engines means an evolution in how marketers optimize their content for search. This webinar featuring CMI’s Joe Pulizzi and Co-founder & Strategic Director of Orbit Media Andy Crestodina, will walk you through the five most important actions for aligning your efforts with the future of SEO.

You’ll learn:

  • How to target topics, not just phrases (Semantic Search)
  • How to incorporate natural language into your content (Voice Search)
  • How to make visitors happy in ways that make Google happy (User Interaction Signals)
  • How to build a network that builds your links (Domain Authority)
  • How to adapt to Google’s Quality Rater Guidelines (Content and Design)

Get more details or register to watch.

Social Media Marketing

#7 – 10 Steps to Make Your Social Media Marketing Strategy Rock

Marketo

Two of Marketo‘s Social Media rockstars, Lisa Marcyes and Scott Minor, lead learners through the latest advancements in social media and give tips for leveraging each platform in a way that hits the right notes with your audience. The hour-long webinar can be watched with commentary and also has a SlideShare version to make it easy to download and reference in the future.

You’ll get tips for:

  • Leveraging social media to drive engagement with your audience
  • Incorporating social media marketing into every stage of the buyer’s journey
  • Effectively measuring social media marketing to determine real business ROI

Get more details or watch.

#8 – Video Goes Social: Why Video Marketing Matters-and How to Do It Right

Hootsuite

The visual nature of the human species has never been more evident than it is right now. As a result, videos are booming on social media channels right now. This Hootsuite webinar features a great lineup of speakers including: Paul Gillooly, Monster’s Director of Digital Communication and Social Media, social media thought leader Mari Smith, and Hootsuite’s own Senior Director of Growth Marketing & Education Cameron Uganec.

You’ll learn:

  • Why you need to move to a video-centric mindset for your social strategy
  • Effective ways to create (and find) engaging video content to share
  • How other brands are using video successfully-and what you can learn from their results

Get more details or register to watch.

Analytics

#9 – The Future of Marketing ROI-30 Minutes to Understand the Future of Marketing Analytics

Nielsen

If you’re looking to discover the best way to measure the return on your marketing efforts, this webinar from Nielsen is for you. In this webinar, marketing analytics expert Josh Kowal shares findings from the Digital Media Consortium II and Nielsen’s perspective on the present and future of marketing ROI analytics.

Get more details or register to watch.

Digital Advertising 

#10 – How To Qualify Your PPC Traffic & Increase Conversions

Unbounce

In this webinar from Unbounce, PPC leader Brad Geddes explains how to optimize your AdWords campaigns to drive the most qualified leads possible to your landing pages.

You’ll learn:

  • How to optimize your ads by device
  • What ad testing metrics you should use
  • How to test with very little data
  • How to test ads and landing pages at the same time

Get more details or register to watch.

The Takeaway: Choose to Learn

The major takeaway here is that in order to be a successful marketer, ongoing learning is key-and there are thousands of webinars out there that are ready and waiting to be watched. As New York Times best-selling author Brian Herbert wrote: “The capacity to learn is a gift; The ability to learn is a skill; The willingness to learn is a choice.”

Choose to learn, marketers. You’ll feel energized, confident and inspired.

Is there an on-demand webinar that you would recommend to other marketers? Share your suggestions and thoughts in the comments section below.


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10 Must-Read Content Marketing Interviews with Major Brands and Industry Experts

Content Marketing Interviews

Content Marketing continues to drive marketing strategy for many companies and yet, most companies don’t document that strategy. The result? Marketing departments are challenged to create a variety of compelling content on a consistent basis.

Smart, creative and results-focused advice on content marketing that actually works is in high demand and I’m happy to say that over the past few years we’ve published just under 500 content marketing articles on topics ranging from strategy to measuring ROI. To bring you a balanced view of content marketing, we’ve made sure to publish our own point of view and thought leadership as well as interviews with brand content marketing practitioners and executives.

There’s a lot of insight in those interviews and below is a list of the 10 of the most popular, featuring conversations with brands that include: MarketingProfs, Visa, Facebook, Content Marketing Institute, LinkedIn, 3M, Bank of America, Xerox, and Dun & Bradstreet. Enjoy!

Ann Handley

1. Ann Handley, Chief Content Officer at MarketingProfs

Interview: “Writing is thinking. And for us as marketers, good writing is good marketing”

In business and in life, writing is an essential part of communications – no matter how digital, virtual and science fiction we get in our communications. That’s why Ann’s most recent book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, is so timely. From Twitter to White Papers to books in print, Ann has smart, actionable advice for us all.

Takeaway: “The best content marketing isn’t about what you do or what you sell – it’s about how what that thing does for others. That’s a subtle shift, but an important one, and a hard one for companies to truly embrace.”

You can find Ann on LinkedIn and on Twitter at: @marketingprofs

Stephanie Losee

2. Stephanie Losee, Head of Content at Visa

Interview: “Brands now have the freedom to speak to their audiences directly.”

In this interview Stephanie discusses the most important changes in content marketing, a content report card for brands, predictions, career advice, and insight into more cross-functional content marketing success. Oh, and she also has thoughts on what will be the ruin of Snapchat.

Takeaway: “Think about what kind of content are external audiences expecting when they visit your owned channels, both content and social? What would benefit them? Ask for data about visitors and use it to inform your first few moves. Use existing staffers and resources and get to an always-on strategy that puts customers’ needs first as fast as you can.”

You can find Stephanie on LinkedIn and on Twitter at: @slosee

Johnathon Colman

3. Jonathon Colman, Product UX + Content Strategy Lead at Facebook

Interview: “Quality isn’t a definition; it’s a conversation.”

An insatiable learner (Masters in Information Science), wicked smart, focused on results, kind and thoughtful, Jonathan is definitely someone you can learn a lot from. In this interview he shares his journey from REI SEO to Content Strategist at Facebook, offering really useful tips, tools and resources along the way.

Takeaway: “Content experiences aren’t a zero-sum game, they’re not binary, and they’re not a competition between silos within an organization. When you look at the organizations who are growing sustainably year after year, most of the time you’ll see quality content and content services are a strong part of their strategy.”

You can find Jonathon on LinkedIn and on Twitter at: @jcolman

Joe Pulizzi

4. Joe Pulizzi, Founder of Content Marketing Institute

Interview: “Build an audience first and define products and services second.”

In this interview, Joe talks about how he found his passion for content marketing, the value and impact of goal setting, and the 6 step Content Inc model.

Takeaway: “I love content marketing because you can increase the bottom line while, at the same time, help your customers live better lives or get better jobs.  Content marketing is the only kind of marketing that provides ongoing value, whether you purchase the product or not.  Isn’t that what all marketers want to do?”

You can find Joe on LinkedIn and on Twitter at: @joepulizzi

Jason Miller

5. Jason Miller, Group Manager, Global Content and Social Media Marketing at LinkedIn

Interview: “You need a plan, and you need to find what works, then scale.”

This interview focuses on Jason’s current work, about LinkedIn and his insights into making social media and content marketing hits. He also shares examples of great B2B social media and content marketing, tools, resources and even a few predictions.

Takeaway: “As a content marketer you really need to ask yourself: ‘Do you want to stand out or do you want to truly connect with your customers and prospects?’ The answer is a balance of the two.”

You can find Jason on LinkedIn and on Twitter at: @JasonMillerCA

Carlos Abler

6. Carlos Abler, Leader – Content Marketing and Strategy :: Global eTransformation at 3M

Interview: “Content culture transformation is an essential pillar of digital transformation.”

This in-depth interview with Carlos covers content marketing in general, content strategy, and how to develop a content marketing culture across a large enterprise.

Takeaway: “Content strategy is a broad concept of organizational practices for effectively managing content lifecycle; content marketing is a specific application of content to add value to an organization’s relationship with people. Content strategy enables content marketing and content marketing defines the requirements that content strategy must serve to enable it.”

You can find Carlos on LinkedIn and on Twitter at: @Carlos_Abler

John von Brachel

7. John von Brachel, SVP, Content Marketing Executive at Bank of America

Interview: “Good content marketers need to have both left-brain and right-brain skills.”

For this post, John talked about his editorial background, how he stays current, motivating executive participation with content and a preview of his keynote and breakout session presentations at Content Marketing World.

Takeaway: “Have a compelling and consistent story to tell, one that allows you to build better relationships with your audiences. Sequence these stories to your audiences in ways that keep them connected to you and your brand over longer periods of time.”

You can find John on LinkedIn and on Twitter at: @vonbrachel

Jeannine Rossignol

8. Jeannine Rossignol, Vice President, Marketing at Xerox

Interview: “Content is an integral component of every aspect of marketing.”

This conversation with Jeannine focused on  content marketing strategy, top challenges facing content marketers, and content marketing lessons to be learned from Charlotte’s Web.

Takeaway: “A clear strategy should include who you target, what their buyer’s journey looks like, and most importantly, what are the questions they need to answer to move from one stage in the journey to the next. Every piece of content should go back to that strategy.”

You can find Jeannine on LinkedIn and on Twitter at: @j9rossignol

Rishi Dave

9. Rishi Dave, CMO at Dun & Bradstreet

Interview: “There may not be a need for more content, but there is a need for higher quality content that delivers new insights.”

Here, Rishi talks about building an inbound approach to marketing with content and the role content plays in an overall demand generation strategy.

Takeaway: “Don’t simply jump into tactics around analytics, technology, and content operations. Make sure you have something unique to say and that the organization understands what that messaging is. Until you have that, and a culture that supports it, great execution of inbound will not break through the noise.”

You can find Rishi on LinkedIn and on Twitter at: @RishiPDave

Michael Brenner

10. Michael Brenner, CEO at Marketing Insider Group

Interview: “The real question behind content ROI is, ‘why should I change what I am doing today?‘”

A first class guy and a pleasure to work with as an influencer, our discussion with Michael touches on some of the key questions marketers are trying to tackle, from developing a strategy to growing an audience to the importance of measuring content marketing performance. Michael also shares a business lesson from one of his favorite childhood stories.

Takeaway: “Content Marketing ROI is no harder than ROI for the rest of marketing. Start with a benchmark, calculate the cost of your content, place a value on the results and from there, ROI is pretty easy.”

You can find Michael on LinkedIn and on Twitter at: @BrennerMichael

There’s a lot of smarts in these content marketing interviews and I hope they have inspired you in ways that will motivate content that is better for your customers and more effective for your marketing.

Content Marketing World

The Content Marketing World conference is coming up fast and on September 8th, I will be presenting solo and participating on a panel that you might be interested in. Here are the details:

Thursday, Sept. 8 – 12:05 – 12:50pm

Optimize the ROI of Your Content Agency Investment

Solo Lunch & Learn Session (Room 1)

Thursday, Sept. 8 – 2:50 – 3:35pm

How B2B Executives Need to Strategize in the World of Content

Panel with Jennifer Harmel, Michael Brenner, Carla Johnson and Kira Modrus (Room 3)

You will also be able to see most of the content marketing smarties interviewed above at Content Marketing World. Ann, Stephanie and John are all giving keynotes and of course, Joe Pulizzi is the man behind it all.

Susan Misukanis Ashley Zeckman

My business partner and our agency president, Susan Misukanis (L) and our agency director of marketing, Ashley Zeckman (R) will be attending Content Marketing World as well.  We hope to see you there!

If you can’t make the conference or even if you are, don’t miss a thing by watching @toprank, @smisukanis and @azeckman for tweets during the conference and Online Marketing Blog for daily liveblogging of presentations.

Disclosure: We are currently providing services to LinkedIn and MarketingProfs. 


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Winfluencer Marketing: How B2B Companies are Winning Hearts & Minds with Influencer Content

Lee-Odden-Uberflip-experience

“Influencer Marketing is the practice of developing relationships with connected internal and industry experts to co-create content of mutual value to achieve measurable business goals.” – TopRank Marketing

Influencer marketing has gained an enormous amount of popularity over the past few years but marketers still have lots of questions. How does influencer marketing work? Is influencer marketing right for my brand? How do I find influencers?

In addition to coming up with a new meaning for B2B (Beards & Bacon) and providing one lucky tweeter a box of bacon covered donuts, TopRank Marketing CEO Lee Odden answered these questions (and more) as he took the stage at the Uberflip Experience in Toronto.

Why the Need for Content Centric Influencer Marketing?

Let’s face it folks, the buyer journey has changed. What was once a clean funnel that followed a predictable path from awareness to action, is now more like this:

New Funnel

This new (and messier) funnel has become very unpredictable and difficult to manage. By incorporating influencers into content programs, marketers are able to help guide the way that buyers move through the funnel.

Benefits of Influencer Content

Many marketers are being tasked with doing more with less. One way to get more bang for your buck is to incorporate influencers into content programs. There are many benefits to incorporating influencers such as:

  • Adding an authentic voice.
  • Increasing content quantity.
  • Improving content quality.
  • Acting as a catalyst for creating relationships.
  • Increasing reach.
  • Tapping into new subject matter expertise.

3 Types of Influencer Content

According to Lee, there are three types of influencer content programs that marketers should be considering and incorporating today. Each of these program types requires different steps and can reap different benefits.

#1 – Influencer MicroContent

MicroContent can take on many forms. One of the most well known is the creation of lists of top influencers within certain industries or roles. Another option for creating influencer MicroContent is to include quotes, tips and insights from influencers into brand created content. In this scenario, the brand will create about 75% of the content and utilize the other 25% in influencer contributions to add credibility and a unique perspective.

An example of influencer MicroContent done well, is Marketo’s new eBook: The Definitive Guide to Social Media Marketing. As you can see in the screenshot below, Marketo used influencer contributions of varying length and type to add to their brand content.

Marketo Influencer Project

#2 – Influencer Content Campaigns

Influencer driven content campaigns are another type of influencer program that brands can implement. These often take on the form of eBooks (with supporting assets) and the influencer content will typically account for most of what is created.

TopRank Marketing recently collaborated with DivvyHQ to produce the Easy-as-Pie Guide to Content Planning. This campaign incorporated a group of content experts and included everything from an eBook to a motion graphic and supporting blog posts.

TopRank Marketing Influencer Campaign

In addition to the larger content assets created, our team also provided influencers with customized social messaging to help inspire amplification. As a bonus, we asked each influencer for their favorite pie flavor and then mailed them a pie. This small act inspired even more unique influencer content.

Divvy Influencer Contributions

#3 – Influencer Community Programs

Brands looking to build an influencer community MUST take a coordinated effort to be successful. In these types of programs, the influencers are aware of each other being part of a common group. They may be paid for some things like writing blog posts or going to events. In order for an ongoing program to work, there must be established mutual value and benefit for both the brand and the influencers.

IBM has implemented a very successful influencer community program that taps into a select group of experts for a variety of different projects over an extended period of time.

IBM Community Program

Building An Influencer & Content Marketing Framework

To help get brands started with influencer content, Lee shared a framework to help guide them down the path to success. The influencer content framework steps include:

  1. Define Goals
  2. Pick Topics, Content
  3. Identify, Qualify & Recruit Influencers
  4. Collect & Co-Create Content
  5. Inspire Promotion
  6. Performance Feedback
  7. Maintain Relationships

Considerations for a B2B Influencer Content Program

Before embarking on a content-centric influencer program, companies should consider the following:

  • Why: Decide why influencer marketing might make sense for your business.
  • Who: Determine what your staffing needs are and what influencers you might incorporate at the beginning.
  • What: Identify the types of content that you plan to create with influencers
  • Where: Choose which content and social channels you’ll use to publish and promote your co-created content.

For Lee’s full presentation you can view it on SlideShare the embed below:

What are some ways that you can incorporate influencer content creation into your current content program?


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Winfluencer Marketing: How B2B Companies are Winning Hearts & Minds with Influencer Content | http://www.toprankblog.com

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Supply & Demand: Making the Case for Less Content #UFX2016

Hana-Abaza-Uberflip-Experience

The problem with most marketing teams isn’t a lack of ideas. It’s a lack of clarity and focus.” – Hana Abaza

The meaning of the expression “less is more” is one that many content marketers are still struggling with. In an effort to capture the attention of busy and distracted consumers, they’re creating more content than ever.

But more isn’t always better.

Uberflip’s amazingly talented and entertaining VP of Marketing, Hana Abaza opened up day two of the Uberflip Experience conference to have a frank conversation about content marketing supply and demand.

Marketers Are Focusing on the Wrong Things

Content Impact

Here’s the harsh (and somewhat funny) reality for marketers:

  • 90% of marketers think they’re productive, but they also work on weekends. (Workfront & Harris Poll)
  • 60% of marketers have delayed going to the bathroom to meet a deadline.

These statistics have marketers wondering “How did we find ourselves in this position?”. The answer: We aren’t focusing on impact; we’re focusing on getting things done.

The 2016 Benchmark Report from MarketingProfs and Content Marketing Institute found that 76% of B2B marketers will produce more content this year. But many are still unable to measure the impact.

Hana suggests that maybe creating more content isn’t the best way to make the biggest impact.

How to Define Content Impact

Argument for Better Content

Three questions that all content marketers should ask themselves include:

  • Is my content in front of the right people?
  • Is it driving quantifiable results?
  • Is it the right content to begin with?

We are currently living in a very complex content environment. In fact, Hana’s research found that there are over 600,000 articles about mind-blowing marketing blog posts and almost 500,000 ultimate guides.

In order to be successful, we need to expand the scope of what we think of as content and take into account the content that is being sent to individuals on a one-to-one basis.

Flipping the Perception of Content Creation

Content Creation and Engagement

In addition to marketers creating heaps of content, consumers are creating more content than ever before. And that consumer created content is what is diverting your audience’s attention away from you.

In fact, within the last year alone, Tumblr, Pinterest and Instagram have all experienced significant increases in their user base. Consumers are also consuming a crazy amount of video on these and other social platforms.

Because of this, people are engaging less and less with content that is not relevant for them, because they can.

3 Helpful Tips for More Strategic Content Marketing

Content Planning

#1 – Relevance

When we’re looking at content it’s not about quantity, it’s about quality. And it’s not just about quality; it’s also about relevance. Good content is no longer good enough. The content has to be relevant to the person, at the right time, on the right channel. Hana described the following three ways to validate content relevance:

People: The people that you should look at and reach out to include your internal teams, customers, prospects and followers/fans. You can reach them in a variety of ways including surveys or even quick and simple conversations.

Tools: To aid in your content planning, it’s important to use the right set of tools. Tools like BuzzSumo can help you understand what type of content is blowing up and resonating well with your target audience. Other tools like Answer the Public can help take the guesswork out of your content topics by providing insight into the types of questions that people are asking about a particular topic.

#2 – Distribution

Unfortunately, many marketers are focused purely on engagement metrics instead of incorporating important growth metrics as well. When marketers begin tailoring the content experience that will change the strategy for distribution. Here’s how:

Distribution Strategy Example:

  • Our Subscribers
  • Targeted Social (paid & unpaid)
  • Influencers (Advocate Hub)
  • Partners (Co-Marketing)
  • Discoverability (SEO)
  • Content Syndication (lead gen)
  • Other Publishers (lead gen)
  • (Very) Targeted Email

#3 – Experience

Here’s Hana’s dirty little secret. Great content isn’t enough. You need an experience that is optimized for your goals. The example she used was the difference between enjoying a nice frosty pina colada in a dingy basement, or out on a beautiful beach. Which one do you think creates a better experience?

In order to create a great experience, your content needs to be:

Readable: Content should have short paragraphs, great images and be easy to consume on a mobile device.

Actionable: Without setting up an engagement path for your readers, how will you lead them to consume more content or take action?

Tailored: There are a variety of different ways that you can organize content to meet audience needs. A few options for how you might segment it include:

  • By Role
  • By Industry
  • By Audience Segment
  • By Campaign
  • For a Specific Prospect

Before You Write One More Word…

Prioritizing content creation when it seems like there is always so much to create can be stressful. But before you write one more word, Hana suggests answering yourself the following questions: Do you really need another blog post? How can you leverage what you have?

You can find Hana’s full presentation on SlideShare or by viewing the embed below:

How do you define the impact of your content marketing? Are you reaching your goals or missing the mark?


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Supply & Demand: Making the Case for Less Content #UFX2016 | http://www.toprankblog.com

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Uncovering The Problem with Personalization in B2B Marketing #UFX2016

Pat-Spenner-Uberflip-Experience

B2B marketers around the globe are all experiencing the same pain. That consistent pain is how to reach, engage, qualify and convert audiences into paying customers.

We’ve all become acutely aware that more content isn’t always better. But now, we’re faced with an even harsher reality about B2B marketing which is that we somehow have to find a way to not only reach the right decision makers, but also figure out how to get them all on the same page.

Pat Spenner of CEB provided some amazing insights at the Uberflip Experience conference into the current state of B2B marketing, as well as ways to approach our marketing in a more data driven way.

The Unhappy Reality of B2B Marketing

When you look overall at the conversion rates of marketing qualified leads (MQLs) at mid to large sized B2B organizations, the reality is that the median conversion rate is only 3%. Ouch!

What that means is that roughly 97% of MQLs don’t ultimately convert. What a bummer right?

One of the ways that marketers have begun counter-acting this reality is by investing in technology and process that allows for more content personalization. But what is the impact of personalized content?

Personalization Conventional Wisdom

Part of the work that CEB does is front-end research that consists of talking to heads of marketing to see exactly how they would define personalization of content.

The standard approach to personalization is as follows:

  1. Identify key customer decision makers and stakeholders
  2. Build personas that capture their demographic profile, goals, pain points, fears, etc.
  3. Use the developed personas to guide more relevant content creation and deliver.

One of the things that CEB also asks marketers is how they believe this chain of logic leads to business value. Typically it looks something like the following:

  • Persona-Informed (personalized) Content –> Higher Engagement
  • Higher Customer Engagement –> Better Lead Quality
  • Better Lead Quality –> Higher Conversion Rates & Higher Quality Leads

Understanding the Implications of Multiple Stakeholders

Another important factor in content personalization is understanding the number of, and different types of B2B stakeholders involved in the purchasing decision.

CEB’s research has found that when you add any additional stakeholders over 5, your likelihood of selling drops to 30%. The bad news? The average size of a B2B buying group is currently at 6.8 stakeholders.

So, if you’re wondering why a high number of your MQLs ultimate end up in no decision, you’re not alone.

How to Encourage Collaborative Consensus with Stakeholders

It’s no mystery that buyers typically make it over halfway through the buying cycle before they’re ready to speak with someone. However, CEB found that when a buyer is roughly 37% of the way through the buying cycle is when they hit peak conflict.

If you’re going to be successful, Pat encourages not to just focus on the “corner office” stakeholder, or even every stakeholder individually. What’s important is to find a way to lower that conflict and help the stakeholders come to a mutual consensus.

What this tells us is that personalization alone (by job title or function) is not enough to encourage consensus.

7 Stakeholder Types

In his presentation, Pat uncovered seven key stakeholder types including:

  • The Go-Getter
  • The Skeptic
  • The Friend
  • The Teacher
  • The Guide
  • The Climber
  • The Blocker

It’s important for marketers to neutralize the blocker by focusing on those that “make stuff happen”. These are stakeholders (known as Mobilizers) that will advocate for great ideas that will reframe the way that they think about their business. These people are hungry for new ideas and will implement pressure tests to see how things work before making a move.

Talkers on the other had, may be high engagers with your content and your sales team, but their skillset and ability to drive change is very limited.

The average distribution of these three types as senior decision makers is as follows:

  • 38% Blockers
  • 36% Mobilizers
  • 26% Talkers

Pat suggests cutting back on the energy that is put into Blockers and Talkers and instead focus on empowering the mobilizers.

3 Steps Towards Better B2B Marketing Personalization

Marketers can begin breaking down the roadblocks described in this post by considering the following steps:

#1 – Invest in Interpersonal Personas: Instead of just segmenting personas by job type or function, instead focus on building out profiles that showcase an understanding of who your target (Mobilizers) are and what makes them function.

#2 – Plan Content & Equip Mobilizers: Make sure to build your content playbook in a way that uncovers how your audience profile, insight into how they talk, what objectives you might receive and what messaging will help align stakeholders to make a decision. This approach is what will help get your collective yes and help drive higher quality business and leads

#3 – Create Dog Whistle Content: When developing and executing your content plan, really focus on your Mobilizers and finding a way to create more Commercial Insight focused content. This type of content is a subset of thought leadership and provides insight about a customers business that reframes the way they think about their own company and then leads them to the logical conclusion that your offering is a fit.

How have you approached content personalization in a way that has to account for multiple stakeholders? What was the result?


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Uncovering The Problem with Personalization in B2B Marketing #UFX2016 | http://www.toprankblog.com

The post Uncovering The Problem with Personalization in B2B Marketing #UFX2016 appeared first on Online Marketing Blog – TopRank®.

6 Ways Marketers Can Optimize Their LinkedIn Profile

optimize-linkedin-profile

With more than 450 million members worldwide, LinkedIn is the world’s largest professional network–and it’s growing every second. In fact, LinkedIn reports that people are signing up for the platform at a rate of two members per second.

For many of us marketers, LinkedIn’s continued growth is no surprise. Not only is LinkedIn the place to showcase your own talents and experience, but it also holds incredible networking and marketing opportunities for promoting our clients and our own brand or agency to the masses. From bolstering professional credibility to building thought leadership to maintaining client and prospect relationships, LinkedIn is an amazing tool.

But are we all using this wonderful tool to its full potential?

It all starts with maximizing and optimizing your profile. Whether you’re reaching out to prospects for your own agency, connecting with industry influencers on behalf of a client or just looking to make some connections, your profile is quite obviously the first thing people will see. And you want it to look gooooood.

Below we dive into some best practices and tips for optimizing your profile so you can use it to build your own professional brand as a marketer and make it a powerful tool to further your marketing objectives.

#1 – Cover the basics.

The very top of your profile page is prime real estate, providing a little snapshot of who you are and what you do. This is where you want to make a good first impression and encourage people to scroll and learn more about you.

LinkedIn - 1

Some best practices and tips for this section include:

  • Upload a professional and high-resolution head shot. Make sure the photo is sized 400 x 400 and it’s in a JPG, GIF or PNG format.
  • Write a catchy headline. Use this space to sell yourself a bit. You can certainly go simple by including your job title and company, but a little creativity and uniqueness can go a long way. But remember you have just 120 characters to work with.
  • Include the industry you work in. Select the industry that best represents the space you’re currently working in.
  • Add experience and education information. Basic information from the Experience and Education sections will be pulled into your top overview, so make sure you have where and what you studied, and current and past job titles and companies at a minimum.

#2 – Get specific.

LinkedIn is not meant to be your online resume, as resumes are often tweaked and tailored to meet the requirements of a specific job. Linkedin is where you can showcase all your past professional and volunteer work history-as well as your interests and a little personality.

Use the Summary, Experience and Education sections, as well as others that you can add onto your profile, to dive deep into your qualifications, experience and accomplishments.

Summary

The Summary section is your elevator pitch. Include relevant information about your current role and company, as well as the experience that got you there and what drives you to do quality work. Consider writing this section in the third-person and include keywords that will help your profile come up in search results.

Again, this is where you make your pitch so don’t be afraid to brag a bit about some of your accomplishments. And if you can, back it up with some examples of your work. Below is a great example from TopRank Marketing’s Ashley Zeckman.

LinkedIn Summary Section

Experience

While you want to be specific and detailed, make sure you’re clear and concise as well. Start out with a brief overview of your role. Then highlight specific responsibilities, accomplishments and the results you’ve gotten in a bulleted list. Below is an example from Kevin Cotch, TopRank Marketing’s awesome SEO Analyst.

LinkedIn Experience Section

Education

Go beyond listing the high school or college you’ve attended to include your areas of study, activities or societies you participated in, and any honors or awards you may have received. Connect it with the institution’s LinkedIn page if you can. This will help you explore profiles of fellow alumni. Here’s a peek at what my own Education section looks like.

LinkedIn Education Section

Adding Other Sections

You can also beef up your profile by adding additional sections such as organization you’re involved with, certifications, volunteer experience and more. Again, the more information and detail you display, the better.

When you’re in edit mode, you’ll find this option directly under the top overview section.

LinkedIn Other Sections

Click on “View More” to see all the options that you haven’t yet utilized on your profile. Here’s what opportunities are available on my own profile.

LinkedIn - 6

#3 – Showcase your top skills.

The Skills & Endorsements section allows you to show off all your areas of expertise. The beauty of this section is that you have the ability to prioritize which skills you want to call attention to in the Top Skills portion of the section.

LinkedIn Top Skills Section

If you’re in edit mode, click on any of the edit icons to get to the editing dashboard. Then click and drag skills into the order you want. Also, make sure to check you’ve opted into serving your skills up as endorsement suggestions for your connections.

LinkedIn Reordering Skills

#4 – Add examples of your work.

Documents, images, presentations, links and videos can all be added to various sections of your profile, allowing tell your story in a visual way and letting people see your work in action. Below is a peek at content featured in TopRank Marketing CEO Lee Odden‘s Summary section.

LinkedIn Publishing

#5 – Make use of LinkedIn’s publishing platform.

Taking advantage of LinkedIn’s publishing platform has a number of benefits. First of all, all your posts become part of your profile, living in a section directly under the top overview section.

In addition, when you publish something new it’s shared with your connections and followers. The content is also searchable on and off LinkedIn, which is huge.

LinkedIn Pulse Content

When it comes to actually writing your posts, choose a topic that you’re experienced with and stick to it. If you try to include too many elements, you’ll lose readers. You could also use the platform to repurpose existing content. Of course, write a click-worthy headline, use keywords and aim for around 300-600 words or so.

Check out LinkedIn’s advice on writing long-form posts.

#6 – Don’t be shy about endorsements and recommendations.

Endorsement and recommendations from those you’ve worked with give your profile the depth it needs to build credibility with connections. After all, who better to describe what you have to offer than the people who’ve actually worked with?

Reach out to former supervisors, co-workers or clients you’re close with and ask them to endorse some of your skills or write a recommendation. To get more endorsements, reach out using In-Mail or email. For recommendations, scroll to the Recommendations section at the bottom of your profile and click “Ask for Recommendations.” This will allow you to select what job you want to be recommended for and the connection you want to reach out to.

LinkedIn will generate a message for you, but personalizing it will make it much more effective.

LinkedIn - 11

The bottom line is you want your profile to be a reflection of who you are as an individual and a marketing professional. The more information you provide, the easier it will be for people to get to virtually know you, allowing you to build connections and credibility, and push your marketing efforts forward.

Do you have a favorite formula for writing a catchy profile headline? Or any other LinkedIn profile tips? Share your thoughts with us in the comments section below.


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Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M

Amy Lamparske

Amy Lamparske

One of the great benefits of social media is the dual effect of creating access to people of influence while helping individuals with expertise and points of view become influential themselves. One of my connections that serves as a great example of this is Amy Lamparske, Head of Global Social Media at 3M.

Local events and blogging undoubtedly created mutual awareness, but I didn’t meet Amy in person until she was Director, Digital Marketing at Walmart and then again when she was Director, Digital and Social Media at General Mills. In her current role at 3M, I’ve been able to see Amy’s thought leadership in action in situations ranging from being a keynote speaker at the first Brandwatch user conference to host of a Conference Board event on Social Media. Each time was a learning opportunity because Amy provides a view into enterprise social media marketing and advertising that is deep, insightful and fast moving. I’m not alone in this sentiment:

“Amy is a world class expert in social media strategy. She understands how to reach, influence and transform minds in the corporate setting and beyond. Genius and a fantastic execution partner!”

Kamal Manglani, currently Director at eBay

Amy has plenty of experience with large brand social media advertising, operations and governance, but I’ve chosen to focus on the topic of social media influencers. In this interview, Amy talks about how influencer marketing has had an impact on social social media marketing, how to activate influencers, scale influencer marketing in the enterprise and measures of success.

I believe in empowering small autonomous teams to plow through roadblocks and old school thinking.

You’ve worked for multiple global brands throughout your career, tell us what you’ve learned through your experiences?

Every company has so much potential in digital and social – it seems every executive leadership team sees the dollars and wants to embrace the opportunity. Change management and organizational readiness are the keys to driving transformation and enabling digital to thrive within large complex organizations. I’ve had some amazing sponsors throughout my career; a huge blessing that allowed me to have fun being a change agent – disrupting from the inside out. I’ve learned to be more patient and persistent while recognizing how best to influence, inspire and motivate others. I believe in empowering small autonomous teams to plow through roadblocks and old school thinking.

Brands don’t talk…People talk.

How are influencers, or how is influencer marketing changing your industry?

Early in my career, a close friend shared “brands don’t talk…people talk.” This remains true today – this space is about relationships not simply clicks. Plus, brands aren’t able to get as far as they once did with organic social. In terms of content creation, brands don’t need to be the experts anymore. What is shifting is we’re giving online influencers the ability, power and control to develop content on our behalf. Some large companies struggle with content creation while simply trying to remain relevant. It can be far more efficient and effective to go with a third party and look at their expertise, credibility and authority online.

Brands are partnering more and more with influencers to insert themselves, provide value or utility and share their stories. There’s tremendous value in speed to market activating the crowd. Buying behavior is shifting dramatically – we see an influencer publish content one day and the next thing we know, we are buying it. Influencers are growing trust, people relate to people like themselves, not always executives or celebrities.

How can brands best activate influencers to help share and promote brand content?

There are a lot of options for brands to partner and activate these days – technologies and solutions continue to sprout ongoing. I view partnerships both from a media standpoint as well as with customers to be a simple way to improve content performance. Demonstrate offline relationships online for transparency and reach purposes. Some brands still try to control the message and the way content is developed via influencers – the best approach is to provide appropriate direction from the start, and allow them to run with it. External ideas can be fresh and drive business growth in new ways. If you crowdsource content, embrace it and promote it even if it’s not 100% on brand.

You’ll want real friends online that have your back when negative sentiment comes knocking.

How can you scale influencer marketing at an organization?

Build an influencer or blogger network internally so the organization has a clear understanding and can tap their relationships on an ongoing basis. Ensure this isn’t simply paid influencer efforts – you’ll want real friends online that have your back when negative sentiment comes knocking.

With anything in social media, if you can’t scale it, don’t bother.

How do you know when its time to scale up with influencers?

We continue to grow within the B2B side of our organization. Some areas of the organization are new to working with influencers while other businesses have already built up relationships and programs. With anything in social media, if you can’t scale it, don’t bother. The idea is to provide something that is of huge value to be leveraged ongoing across the organization. Scale it yet be smart about how you make it relevant and customized for each individual influencer involved.

What are some of the most important measures of success for social influencer marketing?

Measures that drive business outcomes including: sales, stock performance, lead/demand generation, share of voice, enhanced sentiment breakdown and volume or mentions to influence the crowd.

I’ve seen brands invest too heavy on the paid side where it backfires eventually – brands need to balance.

Do you have any advice to share with other brand marketing executives when it comes to paid vs. relationship based influencer engagements? How do you decide?

It varies – if it’s something that simply makes sense for the brand and company to be involved with ongoing, true relationship based influencer engagements are the way to go. If you are looking to activate a chapter in your always-on book or align with a major tent pole event, product launch or seasonality; a blended approach is fine. I’ve seen brands invest too heavy on the paid side where it backfires eventually – brands need to balance this.

Now let’s play a little social network word association. After each platform, share the first thing or short reaction that comes to mind.

  • Facebook – Oldest yet most robust targeting
  • Vine – Short & sweet video
  • LinkedIn – B2B, requires real content marketing not simply snackable pieces
  • Periscope – Was pretty cool for six months
  • Twitter – When will you be bought? Partnership w/Google is good for SEO. Love you yet need you to be respected.
  • Google+ – Enhances SEO, good for brands w/reputation management issues, product could offer the world so much more coming from Google
  • Snapchat – Where everything is headed, wish I could just play here all day
  • YouTube – Oldie but goodie, will love you forever
  • Instagram – Requires high design, starting to provide analytics and better ads
  • Flickr –Old school photo sharing still kickin’

Thank you Amy!

You can find Amy on the social web at:

Twitter (@amylamparske)

LinkedIn (in/amylamparske)

The post Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M appeared first on Online Marketing Blog – TopRank®.

6 Tips for Increasing Facebook Organic Reach in an Age of Decline

Increase-Organic-Facebook-Reach

In late June, Facebook announced they would be changing the News Feed algorithm to favor content from users’ friends and families, triggering a collective sigh (and maybe some choice words) among publishers, brands and marketers who rely on Facebook to boost brand awareness and generate referral traffic to their website and blog content.

While Facebook admitted that they anticipated a dip in reach and referral traffic for some pages, many Page admins were probably already noticing a decline. Shortly after the announcement, BuzzSumo released data they’d collected after reviewing 25 million Facebook posts that the top 10,000 publishers has posted in the last year. Generally speaking, the average of total shares were up, but BuzzSumo discovered that average shares for posts with links were falling.

Graph of Facebook Posts - BuzzSumo

The bottom line? The type of content you post, along with the new algorithm changes, has a significant impact on reach and engagement, as well as the amount of traffic you can draw in.

For brands and content marketers especially, it’s more clear than ever that posting links to your website or blog content can’t and won’t get you the results you’re looking for, but rather it’s time to embrace Facebook as a way to connect with your audience, encourage discussion, show your value and build a rapport, as well as drive some traffic.

With that said, we’ve put together a few best practices along with some tips for boosting your the reach and engagement of your posts on Facebook.

#1 – Put in the work to really understand your audience.

For Facebook, their advice for boosting organic reach in light of the News Feed changes is for Pages to “post things that their audience are likely to share with their friends.”

After reading that, you’re probably thinking: “Duh.” While it may seem obvious, it’s also an important reminder we all need sometimes. Once we get in the daily grind, or as new initiatives roll out, or as some other new social trend comes along, we can lose sight-if only just for a minute-of who our audience is and what they really care about.

Take the time to dig into your website analytics and Facebook Insights to uncover the types of posts that are really resonating with your audience. Look at the kinds of posts that are driving the most traffic to your website, as well as those that are garnering the most engagement on your page. Use that information to tweak your content plan, as well as your messaging.

Of course, knowing that your audience can certainly change what they like, make sure you’re reviewing this data often, and making the necessary adjustments.

Check out Facebook’s suggestions for getting the most out of Page Insights.

#2 – Avoid using clickbait headlines in the content you share.

Every publisher, brand or marketers has probably used a sensational headline to grab attention and get the click at some point. In my opinion, that can be OK if you can actually deliver content that’s equally sensational and valuable. But oftentimes that’s not the case-and it’s just clickbait.

Facebook actually uses a system to detect clickbait headlines in content after a link is shared on the platform, identifying Pages and web domains that are consistently posting that type of material and reducing the distribution of those posts in the News Feed.

Facebook suggests using headlines that are informative, clean and set appropriate expectations. Basically, don’t be spammy or misleading, and don’t just focus on the click-through, but rather use text to encourage engagement. Here’s an example that Facebook gives as a what-not-to-do.

Celebrity Gossip Example

Read more about what Facebook has to say about clickbait headlines. Also, check out our post 9 Dos & Don’ts for Writing Compelling, Clickable Headlines to Draw Your Audience In.

#3 – Use hashtags.

While hashtags have always been an important best practice for Twitter and Instagram, it’s been a little unclear whether they’re important for gaining reach and exposure on Facebook. So simply put, hashtags are definitely a great way to get your content discovered.

Like Twitter or Instagram, when people click on a Facebook hashtag or search for a hashtag, they’ll see results that contain that hashtag, allowing them to find content on topics that interest them.

If you’re looking to join a conversation, use popular hashtags to foster that discussion. If you’re looking to brand your content and posts, create your own hashtag that represents that topic and use it whenever relevant. Find relevant hashtags by searching Facebook natively.

Facebook Native Search

You can also use Hashtagify.me to get some ideas, but technically this tool is for Twitter and Instagram hashtags. If you do use a tool like this, run the hashtags you find through a native Facebook search to see how and if those hashtags are being used.

When it comes writing your hashtag, if you’re using a phrase, capitalize the first letter of each word to make it easy to read, understand and remember, and avoid using spaces or punctuation. Also, make sure you understand the meaning of any hashtags you intend to use. While a hashtag may look like it represents a conversation or your brand, use a tool like #tagdef to learn if they’re being used for anything that’s a little more unsavory.

Read more about what Facebook says about using hashtags.

#4 – Utilize the mentioning and tagging functions to find new audiences.

Mentioning and tagging other pages and users in your content is one of the best ways to amplify your posts. Not only do those you tag and mention get notified when you do so, but they’ll more compelled to engage on your post and share your post with their audience.

Here’s a recent example from TopRank Marketing’s own Facebook page. Carlos Gil is a brilliant social media marketer. We wanted to give him a nice little shout out, as well as share something valuable and interesting with our audience.

Carlos Gill - 2

As you can see, this post got more than a dozen likes and a few comments, including one from Carlos himself.

Also, when it comes to mentioning, don’t let that stop in your original post text. If you receive comments from anyone, use the reply function to automatically populate their name as a mention and keep the conversation going.

#5 – Consider native video.

Most publishers, brands and marketers have known for a while that including images and video content in their posts is a way to drive engagement and give Facebook’s algorithm something it knows people are interested in seeing.

But native video specifically can be the type of media post that gets great reach. When looking at it in the context of social media, native video is any video content that is created in or directly uploaded to a social media platform, and then auto-plays within the news feed.

It actually lives on your Facebook page, removing the a barrier to interaction and making it easy for people to share so you can expand your reach.

Upload videos that you’ve already created or utilize the Facebook Live function for more informal or sneak peek style posts.

Here’s a great example from Microsoft. In just the first hour after posting, this video had more than 3,000 views, 8 shares and 54 likes. 

Microsoft 1

#6 – Encourage employees to share and engage with your posts.

Your employees should be some of your greatest fans. Encourage them to engage on your Facebook page or share your posts to help generate some reach and give engagement some momentum.

Send out a weekly reminder email to let your employees know about some of the interesting conversations or posts that are ripe for their engagement, or provide them with pre-written messages that they can copy and paste.

Here’s an example of one of our own employees, Debbie Friez, in action.

Debbie Share 1

Have you noticed a drop in your organic reach and engagement? What are you doing to improve them? Tell us in the comments section below.


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5 Magical Tactics for Repurposing B2B Marketing Content

Repurpose B2B Content Marketing

Did you know, that on a daily basis, 16 to 20% of search queries on Google have never been seen before? With over 100 billion monthly queries, there are an incredible number of ways that people express their interests, wants and needs.

At the same time, a study from CMI and MarketingProfs reports that 50% of marketers say producing content consistently is a top challenge.

With the diversity of expressions buyers search for and the demands of producing a variety of engaging content on a consistent basis, one has to wonder why so many B2B marketers insist on publishing content once and with a singular theme.

To get more value from content investments while providing a greater variety of information to prospective customers, many B2B marketers are repurposing.

Content repurposing doesn’t always create a very good user experience.

Common tactics include things like creating 5 versions of an ebook using different keywords in the titles and changing up examples or deconstructing a large white paper into 15 blog posts covering uber-niche topics. The thing is, content repurposing doesn’t always create a very good user experience.

Efficiency at the cost of engagement is not how successful B2B marketers attract, engage and win new clients. The challenge is to balance what content is most efficient and effective to repurpose with content topics and formats that buyers actually want.

So how can you reconcile the need to achieve maximum value for content investments while maintaining a great customer experience? Here are 5 magical tips for B2B Marketers to do just that:

1. Start by Going Modular

Planning, creating and repurposing component pieces of information and media organized by topic, keyword, customer need and type of media is what I mean by “modular content”. Content planning that uses a modular approach will make the repurposing process easier, keyword relevant and meaningful for the audience because topics are driven by an understanding of customer interests, questions and triggers.

For many content calendars, a modular approach means thinking ahead about how the content you’re planning can be remixed, repurposed and deconstructed into other forms that retain their utility for your customers.

For example, some content may be interchangeable with templates that allow you to use a core of content and then customize for a certain industry audience. Or you can personalize for a very specific customer segment without having to completely recreate all new content every time.

Here’s a presentation I gave at HubSpot’s INBOUND conference about modular content.

2. Be the Best Answer with Hub and Spoke

As part of a “Best Answer” strategy, create a substantial content asset that provides comprehensive coverage of a topic that your buyers care about. For many B2B marketers, this will be in the form of a white paper, ebook or research report.

On its own, this large asset is valuable to your audience but what about potential customers that prefer content in a more visual format? Or audio? What about prospective buyers that see a large report as a big TLDR but would respond better to short form content?

This is where the spokes come into play. Along with the large asset, identify the information that is most amenable to complementary formats and tangential topics. Repurpose content from the “big” asset into more specific pieces intended to be consumed according to the preferences of your audience. That way, people who want an infographic or a narrated video or motion graphic can get it. And those that want mid-length content in the form of a blog post or article on an industry website can get that too.

For more about hub and spoke content models, check out this post.

3. Cook Microcontent into a Meal

Snackable content can often be managed and repurposed like ingredients to create a main course. On their own, short form content like quotes, tips and statistics are useful for social network shares and as added credibility to blog posts, ebooks and articles.

When collected together according to a theme, microcontent can become the often abused, but frequently impactful listicle blog post, infographic or motion graphic. Better yet, track how well your community responds to microcontent that is shared on social networks and combine the best performing content into your culinary content masterpiece – optimized with keywords of course.

Here are example models for using microcontent in repurposing.

4. Explode Thematic Interviews

Connecting with industry influencers is a great way to bring expertise and credibility to your content. Interviews with well known executives and brandividuals on their own provide an interesting perspective for your readers.

From a repurposing standpoint, it’s important to think through the themes of your interviews and the individual questions to ensure they topically align with what your customers are interested in relative to your business.

With that level of attention in mind, an approach to interviews might identify a series of 12 industry influencers who are each asked 10 questions. Let’s say 4 of those questions are essentially the same for each interview. Publish the individual interviews as episodic content in a series. Then once the series is over, take all of the answers to each of the duplicated questions and assemble them into 4 new posts, SlideShares, infographics or visual ebooks. Just be sure to ask questions that will evoke practical or provocative answers in order to get the best result with repurposing.

Check out the interviews section of our blog and you’ll see this magic in action.

5. Flavorize Your Best Performers

If you’ve been in the content creation game for a while, you’ve undoubtedly hit a few home runs with some of your evergreen content. But as that content ages, it may be able to live another life. This may seem pretty straightforward, but the flavor is in the favors you can get from internal and industry influencers.

First identify your best performing content according to topics during a given time frame. Pick out those content assets that might do best with an update. Don’t just change the setup and the examples, although, that’s not a bad idea. Reach out to internal subject matter experts for their perspective on the topic. At the same time, either go to your inventory of saved quotes from industry influencers or reach out to new influencers for their take on the topic as well. Adding updates to historic performers can help make long lasting evergreen content perform even better than it did in the first place because of the subject matter expert and influencer zing.

Want more info on optimizing evergreen content? Here you go.

The magic of realizing maximum value from your content investment isn’t only about repurposing a single piece of content into 25 different individual parts. Evolved content repurposing is really about empathy, smart planning and a modular approach that delivers efficiency as well as a personalized experience for your audience.

A version of this post originally appeared on B2B Marketing


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Online Marketing News: Email Marketing CRO, Facebook Cripples Blockers & Twitter Video

email-drip-campaigns-infographic

email-drip-campaigns-infographic

5 Email Campaign Ideas to Help Increase Conversion Rates [Infographic]

HubSpot reports: “Why is email is the most powerful channel for lead nurturing? Because it’s a one-on-one interaction, and it can be highly personalized based on where a lead is in the buyer’s journey. In terms of engagement, research shows that lead nurturing emails beat out individual email blasts by far.” HubSpot

Facebook Cripples Ad Blockers on Its Site, Gives Consumers New Control Over Ads

Facebook is making it easier for users to determine which ads they are served by allowing them to choose the ads they see based on brand and interest, and giving them the ability to opt out of ads from selected companies. For example, Facebook can tell a user if they’re on a brand’s email marketing list, and they’ll be able to opt out of seeing those ads in the future. AdAge

Twitter Video Ads Deliver Recall, Receptivity (Study)

New research finds, among other things, “Twitter was the only platform where cognitive effort, or information processing, increased for video ads, on both desktop and mobile, and attention levels remained constant on Twitter whether users were watching organic or branded ad content,” adding that mobile recall was “significantly higher.” SocialTimes

B2B Data Management: Marketers’ Top Goals and Challenges

New research from Openprise and Ascend2 shows that 72% of B2B marketers surveyed consider improving ROI measurability to be the most important part of a data management strategy, followed by 65% who said improving data quality was the most important part. Among top data challenges, marketers listed poor data use and accessibility (54%) and poor data quality (44%). MarketingProfs

25% OF INFLUENCERS THAT PARTICIPATE IN MARKETING CAMPAIGNS ARE ASKED NOT TO DISCLOSE THEIR RELATIONSHIP WITH THE BRAND.

Mobile Search Intensifies Duplicate Listing Challenge, Moz Local Attempts To Solve

According to MediaPost, “Moz Local on Tuesday released an update to its Duplicate Listing Dashboard that tracks more than one billion duplicate listings across the Web. The platform aims to provide an increasing amount of data and visibility into duplicate listings — but more importantly, can either remove those duplicates or update changes to the listings through aggregators and partners.” MediaPost

Facebook organic reach is down 52% for publishers’ Pages this year

Marketing Land reports that “From January 2016 through mid-July 2016, publishers’ Facebook Pages have experienced a 52-percent decline in organic reach.” This decline, however dramatic, should function more as a catalyst for publishers to create more compelling, more engaging content like video, to increase visibility. Marketing Land

Facebook to websites: stop clickbait headlines — or else

Publishers on Facebook that utilize clickbait headlines have been issued yet another blow from Facebook – and for good reason. Using a built-in filter that functions like a SPAM filter, Facebook will identify which posts are clickbait, and which pages or domains they came from. Links shared from those pages and domain will appear lower in the Facebook News Feed. CNN

Cision Release List of Top 100 Sites for Marketers

Keeping up with digital marketing can feel a lot like herding cats. Things are changing and evolving quickly in the digital sphere. In order to help digital marketers stay on top of their game, Cision released a list of the top 100 sites that are the best for “the latest news in marketing, PR and SEO,” including the TopRank Marketing blog. Cision

What were your top online news stories this week?

I’ll be back next week with more online marketing news! Have something to share? Tweet me @Tiffani_Allen or @toprank.

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